Journal of Korea Multimedia Society (한국멀티미디어학회논문지)

Korea Multimedia Society (한국멀티미디어학회)
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Research on the Features of VR Marketing Design Based on Emotional Experience

  • Sui, Qiao (Dept. of Design & Manufacturing Engineering, Jeonbuk National University) ;
  • Cho, Dong-Min (Dept. of Industrial Design, Jeonbuk National University)
  • Received : 2021.12.21
  • Accepted : 2022.03.14
  • Published : 2022.03.31
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Abstract

Emotional experience (James, 1884)[1] can affect people's behavior. There are few types of research on VR marketing(Maojun Zhou, Zeru Yan, 2018)[2] design based on emotional experience. This article is based on emotional evaluation theory and empirical research, and the VR marketing case "Buy+" online shopping platform (Wu Yongyi, 2016). It is concluded that there are three levels of emotional experience definition on VR marketing which decompose the features of the VR marketing design of "Buy+ as an online-shop" correspondingly and find out the design features of VR marketing from the perspective of emotional experience. Finally, through the analysis of the questionnaire data, it verified that vividness, functionality and effectiveness could represent the features of VR marketing design. Moreover, it analyzed the correlation among these factors. Vividness and functionality have the closest relationship among them. The definition, the components, and the correlation of the three-layer emotional experience obtained from this research can provide theoretical support and reference for other VR marketing designs.

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References

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